Pepsi is updating its brand with a new logo and branding to better align with people’s recollections and highlight its zero sugar line. The changes aim not only to stay relevant and project towards the future, but also to draw attention to the company’s growth plan centered around zero sugar products.
Pepsi’s New Logo
The new logo, which will roll out in North America this fall and globally next year, looks like the 1990s version but with new elements to make it more modern. The brand name is now centered and bolder, with a different font, font color, and a new border. The new logo uses black font and a black border to highlight Pepsi Zero’s black can and label.
The Inspiration Behind Pepsi’s New Logo
The revamp of the logo started several years ago based on consumer research that revealed a preference for logos used in the ’70s and ’80s. Pepsi’s new logo is inspired by its past logos and lends itself to artistic renditions, including vibrant animations in video and online.
Highlighting Pepsi’s Zero Sugar Line
Zero sugar is going to be the center of Pepsi’s strategy in the US, and the protagonist of their communication strategy. The new logo is distinctive enough to highlight modern elements like Pepsi’s zero sugar line while staying familiar. The changes aim to project towards the future while keeping customers happy.
Pepsi’s Strategy for Growth
Pepsi has a 22.9% share of total soda sales volume in the US compared to Coca Cola’s 43.4%, according to Euromonitor International. With the aim of narrowing this gap, zero sugar products are going to be central to Pepsi’s growth plan.
The Role of Pepsi Pulse
The can design also features a “Pepsi pulse” that recalls the brand’s connection to music. Pepsi has collaborated with various musicians and sponsored the Super Bowl halftime show. The new design better suits a digital world and brings new energy, endless potential, and opportunities for licensing in the worlds of music and sport.
The Importance of Careful Branding
While updating a brand, companies need to be careful not to rock the boat too much and avoid confusing or upsetting customers, like Tropicana did in 2009. But the changes Pepsi has made are distinctive enough to highlight modern elements while staying familiar and projecting out to the future.
In conclusion, Pepsi’s new logo and branding are designed to better align with people’s recollection while highlighting their zero sugar products. The changes acknowledge Pepsi’s past logos while incorporating modern elements and feature a “Pepsi pulse” that connects with music. Companies need to take care when tweaking their looks but Pepsi’s changes promise an exciting future full of potential growth opportunities.
Image Source: Wikimedia Commons
